The Global Sports Media Consumption Report 2014

Transcription

1 The Global Sports Media Consumption Report 2014 US Overview

2 Published May 2014 without the permission of the publisher. ii

3 Contents Project partners iv Foreword v Market Insights vi Introduction US Sports Consumption Overview Size of sports following 8 9 Top 10 sports followed in the US 10 Methods used by fans to follow sports 11 Time spent per week consuming sports 12 Consuming Sports On TV Paying to watch sports on TV 4 How fans have paid to watch sports on TV 15 Consuming sports on connected TV 16 Using a second screen connected device while watching sports on TV 17 Consuming Sports Online Devices used to access sports content online Time spent per week consuming sports online Paying to watch sports online 24 Watching sports content online 25 Devices used to watch sports content online 26 Reading sports content online 27 Websites or applications used to access sports content online 28 Use of websites and applications to follow sports on mobile devices 29 Consuming Sports Via Social Networking Platforms Social networking platforms used to access sports content 33 Sports content accessed on social networking platforms 34 Sports content shared on social networking platforms 35 Understanding football fans in the US Methods used by fans to follow football in the US 39 iii

4 About the project partners market research services that help clients make more informed decisions about how sports and success. commentary. This enables us to create the clearest and most coherent picture of the entire sports business iv

5 on tablets and smartphones is a What if one day people were no channels when they only ever watch to crave data in the same way as an what if many of the assumptions we And what if every commercial decision in sports was made with the thrown out the window. apparent lack of awareness about permeates the lives of everyday Americans could have real with such issues this term as industry. broken out. and even from country to country. This keeps media markets across the provide unprecedented commercial opportunities for those who dare to consumption of content on new any obvious erosion of the value of the last 12 months. They include: the Ten networks for Cricket Australia future uncertainties. be sure of: the depth of passion we that we experience with no other form of entertainment or media content. It creates an appetite for in a bar or via a pithy comment on Twitter. in the sports media industry should Sports Media Consumption Report Frank Dunne Editor v

6 MARKET INSIGHT Frank Dunne, Editor of TV Sports Markets, part of SportBusiness Group, discusses the development of digital media and looks at some of the trends which emerged in Know the Fan The Global Sports Media Consumption Report 2014, with Simon Greenberg, Global Head of Rights at News Corp, and Jörg Daubitzer, Managing Director of DFL Sports Enterprises, the commercial arm of the German Bundesliga. O in 2011 is that every year the take-up and interest in all forms of content screen remains the number one device for the consumption of sports. It is natural to conclude from this a major role in the future of sports penetration is still relatively low in users who believe they have access content available online is available on a free app and website available in clips of top soccer from around the world with editorial content from medium. which is on devices enabled by the cleared up in some shape or form. It sticks out like a sore thumb and explanation as to why it is there. The protected video to be played successfully on all Android mobile phones is still a problem. vi

7 market insight attractive both for the passive fan who is happy with a sit-back interactive. for sports fans. these three areas takes time. A second trend which has stood out in all four editions of the report is content of all kinds on the internet second most popular way to access century and the internet was not not a development to underestimate. completely rethink what a newspaper which also uses sports clips as part of this. one of the key verticals which can clips complement the written word said. all of the markets where we operate attempted to combine short form word. And the written word is as important as the video content. That the two that we believe will be a very potent product in the future. been in the consumption of sports content via social media platforms. In increased in all markets that were previously surveyed (except Turkey The number of hours spent by people sites has reached remarkable levels when compared with the time spent has to be underlined that we are to work social into the overall Social media is absolutely fundamental and at the heart Simon Greenberg Global Head of Rights, News Corp Previously he was an Executive in July 2011 from his position as its related issues. Cup bid and Communications and Jörg Daubitzer Managing Director, DFL Sports Enterprises He has been a key member of to transform the commercial brands. department of the national soccer vii

8 market insight IN TERMS OF GROwING your audience and GETTING THEM TO STICK with you IN FUE, SOCIaL MEDIa IS a VERy GOOD and TaRGETED MaRKETING TOOL. IT IS FaR MORE EFFECTIVE THaN TRaDITIONaL advertising like for Cristiano Ronaldo in Indonesia is far more effective than traditional companies in the sports media value upwards. to recruit people that understand it. considered. And I think that this is a differences can be in certain behaviors from market to market. The reasons the question of whether any sports- a market-by-market basis merely to Tender document which allows for bids for exactly the same content market basis. the idiosyncrasies of each individual viii the global sports media Consumption report 2014

9 the next time and pay the same or markets and the capabilities of those country basis so this is not a criticism think that maybe some more research could be done into it. to consume sports in various differences but this also depends on the technical development in each of data around media content to stadiums will increase because it offers be developed. In terms of responsiveness to the responsibility is not down only need to come to the party a little bit content are strait-jacketed by failures the case with video on Android. The Android issue for platforms who are without the use of an app to deliver dominant mobile device experience in app based. ix

10 us sports consumption overview

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13 INTRODUCTION Introduction This fourth annual report into sports media consumption aims to provide a further snapshot of how sports across all sixteen markets surveyed. commentary all popular. 3

14 US SPORTS CONSUMPTION OVERVIEW 70% of the adult population in the US, 168 million fans, claim to follow sports Top 3 sports followed in US (%) Baseball Basketball % of sports fans are male 42% of fans consume sports content via a mobile device 77 hours per week are spent by fans conuming sports content 4

15 96% of fans consume sports via television, remaining the most popular method used to consume sports 34% 38% of fans have paid to watch sports on TV in the last 12 months of fans that access sports content via a computer do so at least once a day 5

16 us sports consumption overview 31% of online fans watch sports video highlights online 57% of online fans read sports news content online 45% of fans use a second screen device while watching sports on TV 68% of fans consume sports online 19% of social fans share short clips of games on social networks 6 the Global sports media consumption report 2014

17 us sports consumption overview 70 sports on social networks (%) 40 ENGAGED 43% of engaged football fans attend games YouTube 24 Twitter 16 Google + 1in2 engaged football fans read online via a computer 92% of engaged football fans watch on television 7

18 us sports consumption overview Sports Consumption Overview content. 70% 71% 74% 73% of adult population claiming to follow sports in 2014 of adult population claiming to follow sports in 2013 of adult population claiming to follow sports in 2012 of adult population claiming to follow sports in 2011 Follow 8

19 US SportS consumption overview Gender Age in ARE BETWEEN THE Income More than 9

20 us sports consumption overview 1in2 Top 10 sports followed in the US retain their positions as the second and third most popular sports while Soccer Tennis Soccer Hockey Tennis Tennis Tennis Soccer 10

21 US SportS consumption overview Methods used by fans to follow sports in the US % of sports fans using each method to consume sports in COMPARED TO 63% IN 2013 Print Online Mobile NETWORKING Attend Platforms Print: Online: Mobile: mobile device Attend: Radio: 11

22 us sports consumption overview HOURS PER WEEK CONSUMING SPORTS CONTENT Time spent per week consuming sports Please note: and online were 2 separate activities. 12

23 CONSUMING SPORTS ON TV

24 Consuming sports on tv Consuming Sports On TV SPORTS ON TV Paying to watch sports on TV 14

25 Consuming sports on tv months 28 subscription TO WATCH SPORTS VIA A PAY TV SUBSCRIPTION IN THE to an internet or set top box application internet connected application Please note: application 15

26 Consuming sports on tv SPORTS VIA A CONNECTED TV Consuming Sports On Connected TV Please note: 16

27 Consuming sports on tv Using a second screen connected device while watching sports on TV approximately 2 different activities. SECOND SCREEN SCORES AT THE SAME TIME AS WATCHING SPORTS ON TV 44 Talk to friends via second screen device played earlier in the day

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29 CONSUMING Global Sports Media Consumption Report

30 Consuming sports online Consuming Sports Online SPORTS CONTENT VIA internet enabled mobile devices such as smartphones or tablets. This section also analyzes the devices used by fans to access sports content sports. laptop computer Smartphone Computer Online: Mobile Device (NET): 20

31 Consuming sports online a skew towards males. There is also follow sports via an internet enabled mobile follow sports via mobile devices. OVER $50K Gender Gender Income Age More than Income Age More than AN INTERNET DEVICE ARE AGED BETWEEN 18 AND Online: includes any form of interaction (includes mobile device such as a smartphone or tablet computer Mobile Device (NET): includes all who follow via a 21

32 Consuming sports online HOURS ARE SPENT WATCHING SPORTS VIA AN INTERNET DEVICE IN AN AVERAGE WEEK Time spent per week consuming sports online on these devices this year. Read articles online via a computer Watch online via a computer Read via an internet enabled mobile device Watch via an internet enabled mobile device

33 Consuming sports online computers and mobile devices remains consistent year over year where just over one-third access content on these devices at least once a day and three-quarters access content at least once a week. Week A Week 2014 in4 SPORTS CONTENT COMPUTER DO SO AT 23

34 Consuming sports online TO WATCH SPORTS 12 MONTHS Paying to watch sports online online in the last 12 months. The majority of these fans have paid via a subscription rather than a pay-per-view payment method. months in10 Subscription to website or line with the number of those who actually do Pay-per-view to website or

35 Consuming sports online Watching sports content online SPORTS EVENTS sports news 24 interviews 14 Short clips of moments (videos 28 are visualized

36 Consuming sports online GAMES/EVENTS DO in particular for content that is typically shorter in duration such as short Sports Content Watched Online events Computer Smartphone device event moments Mobile Device (NET): 26

37 Consuming sports online Reading sports content online keep up with events in real time. Sports news in text format events SPORTS NEWS IN Statistics & information most commonly used devices to access sports content in text format. Mobile devices are also used in addition to rather than instead of computers where smartphones are more widely used than tablets. Sports Content Read Online computer Smartphone Computer device Sports news in text format

38 Consuming sports online APPS TO ACCESS SPORTS CONTENT Websites or applications (apps) used to access sports content online to access sports content online year 2014 Top 5 types of website/apps used to access sports content Sports broadcaster General: sports Dedicated sports: 28

39 Consuming sports online Use of websites and applications (apps) to follow sports on mobile devices over websites. on mobile devices 24 1in4 SPORTS ON A websites 20 I use equal amount of applications I use websites more than I only use websites 29

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41 CONSUMING SPORTS VIA Global Sports Media Consumption Report

42 Consuming sports Via social networking platforms Consuming Sports Via Social Networking Platforms NETWORKING BETWEEN 18 AND 24 income. Gender Age Income More than 32

43 Consuming sports Via social networking platforms Social networking platforms used to access sports content in10 Pinterest Twitter

44 Consuming sports Via social networking platforms ACCESS NEWS IN Sports content accessed on social networking platforms networking platforms Watch short clips of key 34

45 Consuming sports Via social networking platforms Sports content shared on social networking platforms platforms Pictures Short clips of key 24 1in4 NETWORKING TO SHARE SPORTS PICES Content from a sports 18 35

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47 UNDERSTANDING IN THE US Global Sports Media Consumption Report

48 understanding football fans in the us Understanding football fans in the US football fans. Adult population 242m 117m 66m Engaged football followers 38

49 understanding football fans in the us Methods used by fans to follow football in the US Attend % of fans using each method to follow football Football Fans Engaged Football Fans 1in2 VIA A COMPUTER Print laptop computer 22 laptop computer 40 Watch via a mobile device Read via a mobile device Print: 24 Mobile: any interaction via a mobile device such as a smartphone or tablet computer. Attend: 39

50 Sporting News Media 470 Park Avenue South New York NY (212) Kantar Media Sports 222 Grays Inn Road WC1X 8HB UK +44 (0) SportBusiness Group St Mark s House Shepherdess Walk UK +44 (0) #knowthefan